ao.com

Website

ao.com

ao.com | Washing Machines, Fridge Freezers, TVs and LaptopsAO.com - the UK’s most trusted electrical retailer. Incredible deals & price match on 1000s of electricals - Washing Machines, Fridge Freezers, TVs, Laptops & more

Checked on 12 Nov 2026, 21:18Unclaimed

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Truth score

Truth score 82 out of 100, High truth signals. Customer satisfaction: mostly dissatisfied

82/ 100

High truth signals

Business details

Category: Home appliances
Years in business: 26 years
Sells: Physical goods
Sells to: The public
Kind of seller: Sells its own goods or services
Licensed trade: No licence normally needed
Domain age: 33 years
Address: Unit 5a The Parklands, Lostock, Bolton, BL6 4SD
Email address: support@ao.com
Phone number: +44 161 470 1200
Contact page: ao.com/help-and-advice/my-ao/contact-us/
Website: ao.com
Social media: Not found

Do the sources agree?

Address: Unit 5a The Parklands, Lostock, Bolton, BL6 4SD Its website agrees Companies House agrees OpenStreetMap not found Web Data Commons not found
Company name: AO RETAIL LIMITED Companies House agrees Its website differs
Sources give different names · Its website has Ao.com

Customer reviews, accreditations and complaints

SiteReviewsRating

SmartCustomer· Read 12 November 2026· 164 reviews· 1.7 out of 5 stars

Total1641.8 out of 5 stars

Trustpilot reviews are not included in this assessment. This business also has a Trustpilot page, which may contain additional customer reviews. We recommend checking these alongside the reviews shown here.

Customer satisfactionMostly dissatisfied· Medium confidence· From 164 reviews on 1 independent review site

App experienceInsufficient evidence· No app ratings found

Summary

Is ao.com legit and trustworthy? Truth score 82 out of 100, high truth signals: 7 public checks clear, 1 to be cautious about, 1 not found, 1 for information. Legitimacy confidence: high. App experience: insufficient evidence. Customer satisfaction: mostly dissatisfied, medium confidence.

ao.com is run by Ao Retail Limited, an active UK company registered at Companies House 26 years ago. Its website address was registered 33 years ago, and is locked against transfer to someone else. The postcode on its website matches its registered office. No malware or phishing warnings found for its website. Be cautious: its 164 reviews on SmartCustomer average only 1.7 stars out of 5. We could not find social media profiles.

Positives

An active UK company registered at Companies House, set up 26 years ago.
Its website address was registered 33 years ago.
The postcode on its website matches its registered office at Companies House.
No malware or phishing warnings found for its website.

Be cautious

A substantial number of independent reviews (164 on SmartCustomer), but it falls short with only 1.7 stars out of 5.

Not found

Social presence information was not found from our checks.

Our technical team has been informed.

Important context: Truth Signal weighs public evidence about this business. A high score means strong evidence that the business is established and legitimate, not a promise that it is safe to buy from or that every purchase will go well. A low score means the evidence is thin or raises concerns, not that the business is unsafe or a scam.

What they offer

AO.com - the UK’s most trusted electrical retailer. Incredible deals & price match on 1000s of electricals - Washing Machines, Fridge Freezers, TVs, Laptops & more

— ao.com, in their own words

What they sell

Promises: Price Match Guarantee

SourcesIts homepage

How to check if ao.com is legit

To check if ao.com is legit yourself, look at the same public records we did: the company register, who owns the web address and since when, customer reviews (where buyers leave praise and complaints), visitor numbers, how long the site has existed, social profiles, malware lists, data breaches and email security. Each row below shows what that record says about ao.com; open a row to see the facts and the source to check them yourself. Step by step: how to know if a shopping site is legit.

Who they are

Company detailsAn active UK company registered at Companies House, set up 26 years ago

Its registered office at Companies House is Unit 5a The Parklands, Lostock, Bolton, BL6 4SD
Its latest accounts at Companies House run to 31 March 2026
It has filed at Companies House regularly for the last five years, with no gap longer than 15 months
Registered with the Information Commissioner's Office (ICO) to handle personal data

Country

Where the company is based: UK
Why we believe that: it is registered at Companies House, which is a registration for UK businesses, the site's structured data states its country, its legal pages give an address in England and Wales, its VAT number starts GB, its phone number starts +44, its postcode is a UK postcode
Which countries the company serves: UK
Why we believe that: £ prices on its homepage, it publishes pages in 2 languages, its delivery page says it ships to the UK

Registration

Companies House registration: Registered as AO RETAIL LIMITED
Data protection registration (ICO): Registered, number Z8993539
VAT number: GB945698169

Companies House register

Company found in official company register: Yes
Registered company name: AO RETAIL LIMITED
Company status: active
Company age: 26 years
Registered address: Unit 5a The Parklands, Lostock, Bolton, BL6 4SD
Accounts overdue: No
Confirmation statement overdue: No
Insolvency history: No
Registered office in dispute: No
Filing history consistent: Yes
ICO data-protection fee payer: Yes
Registered to do: 47910 Retail sale via mail order houses or via Internet
Previous names: DRL LIMITED (2 May 2000 to 30 Apr 2014)
APPLIANCES ONLINE LIMITED (28 Jan 2000 to 2 May 2000)
Company type: Private limited company

Size and borrowing

Accounts filed: Full accountsThe most detailed kind a company files.
Secured loans (charges): 0No secured loans outstanding at Companies House.

SourcesCompanies House ICO register entry

Domain registrationIts website address was registered 33 years ago

Its website address is locked against being transferred to someone else

Domain age: 33 years
Domain transfer lock enabled: Yes

SourcesICANN Lookup

Website detailsWe read 6 of its pages: contact, about, returns, delivery, terms and privacy

Company contact email is available

HTTPS enabled: Yes
Contact phone number found: +44 161 470 1200
Contact page found: Yes
Sources agreeing on postcode: 2
Hosting company: Cloudflare, Inc.

What its pages say

Ways to contact them: +44 161 470 1200, [email protected]
Phone support: +44 161 470 1200, [email protected]
In their own words: “We are AO | About Us | ao.com Our site uses cookies to give you the best experience. Manage your cookies here or continue shopping if you're happy. Head over to Mobile Phones Direct for our amazing pay-monthly deals.”
How long you have to return: “If you want to return a product, just let us know within 30 days of delivery and we’ll tell you how to get it back to us.”
Who you're buying from: “Our company registration number is 03914998 and our registered office is at: → AO Retail Limited 5A The Parklands Lostock Bolton BL6 4SD Our registered VAT number is GB945698169. → If you have any questions, you may be able to find some answers in our FAQ’s . → Our intention is to give you all of the information you need so you never need to call us.”

SourcesHomepage Contact page About page Returns page Terms page Privacy page

Search engines and AILets in every search engine and AI tool

Which search engines and AI tools its robots.txt file lets read the website. Search engines list it in results; AI training tools learn from it; AI answer tools read it to answer someone’s question.

Search engines

All allowed

Google Search: Allowed by defaultGooglebot
Bing: Allowed by defaultBingbot

AI training

All allowed

OpenAI: Allowed by defaultGPTBot
Anthropic: Allowed by defaultClaudeBot
Google AI: Allowed by defaultGoogle-Extended
Apple AI: Allowed by defaultApplebot-Extended
Common Crawl: Allowed by defaultCCBot
Meta: Allowed by defaultmeta-externalagent
ByteDance (TikTok): Allowed by defaultBytespider

AI answers

All allowed

ChatGPT search: Allowed by defaultOAI-SearchBot
ChatGPT: Allowed by defaultChatGPT-User
Claude search: Allowed by defaultClaude-SearchBot
Claude: Allowed by defaultClaude-User
Perplexity: Allowed by defaultPerplexityBot

Sourcesrobots.txt

Reputation and track record

Customer reviews, accreditations and complaintsRated 1.7 stars out of 5 from 164 reviews on SmartCustomer

Platform	Rating	Reviews
Trustpilot	Unknown	Unknown
SmartCustomer	1.7 out of 5 stars	164
Total	1.8 out of 5 stars	164

Visitor trafficReal people visited its website in 24 of the last 24 months

Real people have visited its website since February 2021 or earlier
It is among the 20,000 most-visited sites on the internet (Cloudflare Radar)

Monthly visitor data

Popularity among Chrome users: top 50,000 sites
First known user traffic: Feb 2021 or earlier
Months with real traffic, of the last 24: 24
Traffic pattern: sustained
Rank jump in the last 12 months: none
Rank drop in the last 12 months: none

Cloudflare Radar

Popularity across the internet: top 20,000 sites

Where its visitors are

Share of people looking up ao.com, by country, over the last 2 days.

Over 50%
5 to 50%
1 to 5%
0.2 to 1%
Under 0.2%
None seen

1United Kingdom46.4%
2United States16.6%
3Singapore11.7%
4Germany7.8%
5Brazil2.8%
6Netherlands2.1%
7France2.1%
8Ireland1.8%
9Canada1.1%
10Italy0.7%

Top 10 of 33 countries.

SourcesChrome UX Report Cloudflare Radar

Web history and authorityThe Internet Archive first saved a copy of its website 29 years ago

Website archive history: 29 years

SourcesFirst archived copy

Social presenceWe could not check how big its social media following is: the check ran out of time.

What data this site collects about you

What its privacy policy saysWe found this business stores and uses your data

Says it does not sell your personal data.: “We never sell your data.”
May send your data to other countries.: “AO may transfer your personal data outside of the European Economic Area.”
May check your details with credit or fraud-prevention agencies.: “Our credit reference agencies (CRA) Equifax, Experian and/or Transunion for the purposes of performing credit checks.”
May make automated decisions or build a profile about you.: “If your application is unsuccessful as a result of the automated decision you can request that it is reviewed by an individual at NewDay and that your application is reconsidered.”
Says how long it keeps your data.: “We retain your transaction data for a period of ten years after your purchase, this is a requirement inline with certain product liability provisions under the Consumer Protection Act 1987.”
Says you can ask it to delete your data.: “In some circumstances you can ask us to delete your data: see Your legal rights below for further information.”
Has a data protection officer you can contact.: “If you have any questions about this privacy policy or our privacy practices, we have appointed a Data Protection Officer (DPO).”dataprotection@ao.com

SourceIts privacy policy

Tracking tools on its homepageGoogle Tag Manager

Named in its homepage's code when we read it. Others may load later, so this list may not be complete.

Google Tag Manager: Loads other tracking tools, which may not be listed here.

SourceIts homepage

Safety

Malware and phishingNo malware or phishing warnings found for its websiteThis check is not perfect: it can miss a harmful site, and it can wrongly warn about a safe one.

Malware or phishing threat status: None found

SourcesGoogle Web Risk

Data breach historyNo known data breach involving the company

Known data breaches found: 0

SourcesHave I Been Pwned

Domain and email securityIts email is protected: mail forged in its name is blocked

MX records: Yes
SPF record: Yes
DMARC record: Yes
DMARC policy: reject

Certificate

Security certificate browsers warn about: No
Certificate issuer: Google Trust Services
Certificate type: DV
Certificate expires: 8 Feb 2027

Hosting

Nameservers: connie.ns.cloudflare.com
ram.ns.cloudflare.com
Address: 104.18.173.129
104.18.174.129
104.18.175.129
104.18.176.129
104.18.177.129

SourcesIts DNS records

Proof of ownership

What the business has done to prove it runs this website. Each proof adds points to its truth score, up to 5. A proof it has not added is never counted against it.

DNS recordNot added yet+3 possible

What we check: A record the business adds in its domain's settings. Only someone who runs the website can add one.
When we check: On every check. The points stay only while the record is there.
Points: 0 of 3 added

Sourceao.com's DNS records

Run ao.com? Add the record and 3 points are added to its truth score.Prove you run this website

Email at its own domainNot added yet+1 possible

What we check: That someone at the business has confirmed an email address at its own website's domain.
When we check: When the address is confirmed. It counts from then on.
Points: 0 of 1 added

SourceTruth Signal's own records

Run ao.com? Confirm an email address at the domain and 1 point is added to its truth score.Prove you run this website

Lets our checker read itNot added yet+1 possible

What we check: That its robots.txt file names our checker, TruthSignal, and lets it read the whole website.
When we check: On every check. The point stays only while the file allows it.
Points: 0 of 1 added

Sourceao.com/robots.txt

Run ao.com? Let our checker read the whole website and 1 point is added to its truth score.Prove you run this website

Points added to its truth score0 of 5

Is this your business? Get the code to show this score on your website

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